While the word organic has become commonplace in American dialogue—whether it’s used to describe vegetables, face creams, or cotton—surprisingly, it’s a relatively up-and-coming stamp of approval in Denmark. The city of Copenhagen is suddenly bursting with new organic restaurants, skincare companies, and now, fashion labels.

One such brand leading the charge is BLANCHE, a new line of eco-conscious denim that was launched in August 2017 by fashion natives Mette Fredin and Melissa Bech.